US9247063B2 - Method and system for personalising responses to customer communications - Google Patents
Method and system for personalising responses to customer communications Download PDFInfo
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- US9247063B2 US9247063B2 US12/122,404 US12240408A US9247063B2 US 9247063 B2 US9247063 B2 US 9247063B2 US 12240408 A US12240408 A US 12240408A US 9247063 B2 US9247063 B2 US 9247063B2
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04M—TELEPHONIC COMMUNICATION
- H04M3/00—Automatic or semi-automatic exchanges
- H04M3/42—Systems providing special services or facilities to subscribers
- H04M3/50—Centralised arrangements for answering calls; Centralised arrangements for recording messages for absent or busy subscribers ; Centralised arrangements for recording messages
- H04M3/51—Centralised call answering arrangements requiring operator intervention, e.g. call or contact centers for telemarketing
- H04M3/523—Centralised call answering arrangements requiring operator intervention, e.g. call or contact centers for telemarketing with call distribution or queueing
- H04M3/5232—Call distribution algorithms
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04M—TELEPHONIC COMMUNICATION
- H04M3/00—Automatic or semi-automatic exchanges
- H04M3/42—Systems providing special services or facilities to subscribers
- H04M3/436—Arrangements for screening incoming calls, i.e. evaluating the characteristics of a call before deciding whether to answer it
-
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04M—TELEPHONIC COMMUNICATION
- H04M2203/00—Aspects of automatic or semi-automatic exchanges
- H04M2203/40—Aspects of automatic or semi-automatic exchanges related to call centers
- H04M2203/408—Customer-specific call routing plans
Definitions
- Embodiments of the present invention relate to personalizing responses to customer communications received electronically.
- the invention provides a method, comprising generating personalization data comprising at least one tag:value pair; associating the personalization data with an incoming customer communication; and selecting a destination for the incoming customer communication based on the personalization data.
- the invention provides a method, comprising identifying a customer based on an incoming customer communication; selecting a rule applicable to the incoming customer communication, the rule having a destination associated therewith; preparing data to facilitate processing of the incoming customer communication; and routing the call to the destination associated with the selected rule and sending the prepared data to the destination.
- the invention provides a method, comprising identifying a customer based on an incoming customer communication; selecting a rule applicable to the incoming customer communication, the rule having a destination associated therewith; preparing data to facilitate processing of the incoming customer communication; and routing the call to the destination associated with the selected rule and sending the prepared data to the destination.
- FIG. 1 shows a block diagram of a personalization system in accordance with one embodiment of the invention.
- FIG. 2 shows flowchart for a personalization method in accordance with one embodiment of the invention
- FIG. 3 illustrated a rule selection method, in accordance with one embodiment of the invention.
- FIG. 4 shows a block diagram of hardware that may be used to implement the personalization system of FIG. 1 , in accordance with one embodiment of the invention.
- inventions of the present invention disclose a personalization method and system to selectively process an incoming customer communication based on a differentiation criterion.
- the incoming customer communication may be any communication that is transmitted over a network. Examples of incoming customer communications include messages (email, instant messages, etc) and telephone calls e.g. a land-based call over the Public-Switched Telephone Network (PSTM) or a mobile telephone call over a Mobile Telephone Network (MTN).
- PSTM Public-Switched Telephone Network
- MTN Mobile Telephone Network
- the differentiation criterion may comprise personalized information/data pertaining to a customer from whom the incoming customer communication is received. This allows the personalization system to process the incoming customer communication in a highly personalized manner thereby enhancing customer experience and satisfaction, as will be described.
- FIG. 1 shows a highly schematic block diagram of a personalization system 100 , in accordance with one embodiment.
- the system 100 includes hardware and software components to enable the system to perform the personalization methods of the present invention, as will be described.
- the system 100 is configured to receive and process incoming client communications originating from client device 102 , and delivered via a communications network 104 .
- the client device 102 may take different forms depending on the nature of the incoming client communication.
- the client device 102 may be a client computer equipped with an e-mail client. In that case, incoming client communications will be in the form of e-mail messages.
- the client device 102 may be a telephone, in which case the incoming client communications will be in the form of telephone calls.
- the communications network 100 will vary greatly depending on the nature of the client communications.
- the communications network 104 may include the Internet.
- the communications network 104 may be a public switched telephone network (PSTN), or even a mobile telephone Network (MTN) equipped to transmit telephone messages wirelessly.
- PSTN public switched telephone network
- MTN mobile telephone Network
- the incoming client communication will be described as a telephone call.
- the client device 102 will comprise a telephone, either land-based, or mobile.
- the telephone call is initiated by a customer 107 using the client device (telephone) 102 .
- the telephone call is carried by the communications network 104 and terminates at the personalization system 100 for processing therein in accordance with the personalization techniques of the present invention.
- Components of the personalization system 100 include a personalization engine 108 , a destination 110 to which to hand-off or transfer the call, a database 112 , and a profiling engine 114 .
- the destination 110 may be a telephone call of a live agent or that of an automated agent such as a speech application. In some cases the destination 110 may reside outside the system 100 .
- Each of these components may be implemented in hardware or in software.
- Many components of the system 100 for example, network interfaces etc., have not been shown, so as not to obscure the present invention. However, one of ordinary skill in the art would appreciate that the system 100 necessarily includes these components.
- the personalization engine 108 includes logic to execute a personalization method illustrated in flowchart form in FIG. 2 of the drawings. Referring to FIG. 2 of the drawings, it will be seen that the personalization method includes the following blocks:
- a customer making the call is uniquely identified utilizing a variety of identifiers such Automatic Number Identification (ANI), customer id, email address, IP address, web address uniform resource locator (URL), dialed number identification service (DNIS), form data, interactive voice response (IVR) data, speech recognition data, etc.
- This block includes logic to decide the customer priority—and to switch the call to the appropriate destination (number, queue, etc.)—based on class of customer, class of problem, etc.
- This block includes logic to do the following: Prepare the customer and the agent. Prepare the customer by giving information like wait time, etc. Auto sell or give other information as needed. Prepare the agent with a screen pop of pertinent information and create an interaction script for a live agent if desired. If transferring to an automated application (i.e. a speech app) provide the application with the data needed to customize its interaction with the customer.
- an automated application i.e. a speech app
- This block includes logic to :transfer the customer to a destination 110 .
- a destination can be an application, a message, or a telephone number (i.e. an agent). While at that destination, save appropriate data collected from that destination to predict future interactions. This data can be saved to the database 110 at block 208 . This creates a feedback loop for learning more about a customer, and for improving customer experience on subsequent visits.
- the profiling engine 114 implements several profiling techniques to profile a customer.
- the output of the profiling engine 114 is a customer profile which is stored as a database “record” within the database 112 .
- each customer profile includes a set of fields and values. These fields are referred to as tags. The number of tags is not fixed, and some tags may be missing from a given customer. Each tag has an optional value.
- the personalization engine 108 matches a customer profile to a given action/destination by applying set of rules to the customer profile.
- profiling engine 114 includes “caller profiling”. More information on caller profiling is provided below.
- a profile For every repeat caller or valued customer, a profile may be created. This profile contains attributes that determine what content to present to which customer under what conditions. The profile can be personalized explicitly by the customer, or implicitly by interaction of the customer with company, or by the company itself. A mix of implicit and explicit personalization techniques may be employed, in one embodiment, to build the customers' trust, thereby encouraging them to divulge other sensitive information.
- the profiling engine 114 performs explicit personalization.
- explicit personalization the customer voluntarily provides preferences that are used to personalize their interaction. For example, video rental clients can supply their movie genre preferences, such as romance, science fiction, drama, etc. Based on the genre, the agent (a speech application, an automated email response system, or a live agent with a customized customer script) can provide appropriate movie suggestions to the customer. Similarly, based on the customer's sex and age group, wording and tone of the prompts can be customized to appeal and bond with the caller.
- the profiling engine 114 performs implicit personalization.
- the personalization engine 108 can deduce appropriate actions from externally supplied data, such as a database of previous interactions, external settings such as time of day, weather, etc, or from interaction data provided during the call. For example, in a speech application prompts can be customized based on the caller's past action. If the system finds that the caller called in 5 times in the last month and 4 times out of that the caller called in to check account balance, then next time caller calls in the system should prompt user to find out whether the caller is interested in finding out his/her account balance.
- the personalization engine 108 includes logic to personalize an interaction with the caller 107 .
- the particular nature of the personalization may vary depending on the nature of the application within which the techniques of the present invention are deployed. However, three use case scenarios are presented below as examples of the types of personalization that may be achieved using the techniques of the present invention.
- Step 1 Database: Adding a Tag to an Existing Customer (Performed by the Profiling Engine 114 )
- a customer's profile consists of a number of tags and optional values (i.e. a database record).
- each profile is copied for a given call, allowing the profile to be modified during the call.
- the tag—“fraudulent use check” may be added to credit card customer John Doe. John gets an automated call from a banking institution e.g. Citibank that says “Warning: We have detected a possible fraudulent transaction with your MasterCard credit. Please call 234-567-8279 as soon as possible to verify current transactions”.
- Step 2 Identify: Identifying the Customer
- John calls the number provided. At the beginning of the call John may provide his credit card number, and phone number (as an id check), and his mother's maiden name. These three pieces of data may be weighted for security. If security passes, John is handed off to a router (see next step). If it fails, a new tag is added to the call's profile (but not to John's database) “fraudulent caller check”.
- Step 3 Prioritize and Route
- the information is presented to the automated application using e.g. the credit card number as a pointer to customer database, and a pointer to any condition tags created during the call.
- a transcript of previous transactions is prepared, along with a simple question/answer script for the live agent to go through.
- the personalization engine then transfers the call to either the live agent or the automated application that performs the question/answer script and fills in John's responses. These responses can be added as condition tag/value pairs that can be added to the call, and/or to John's database by the profiling engine 112 .
- the agent offers to transfer John to their supervisor. The transfer comes to the supervisor through the current PREPARE/TRANSFER mechanism, only in this case, an additional condition tag is added to the call “Supervisor requested”. This results in a different template being prepared—one in which all interactions in the present call have been added, along with a different set of questions and answers.
- the supervisor decreases fraud security constraints for John and saves in John's database.
- Step 1 Database: Adding a Tag to an Existing Customer (Performed by the Profiling Engine 114 )
- John's connecting flight Alaska Airlines 357 has been moved due to arctic weather conditions.
- a tag:value “cancelled flight:#357 pair is added to John's customer profile in the database 116 signifying the canceled flight.
- John's cell phone has already been registered with Alaska Airlines. Alaska Air leaves him a voicemail, saying that his connecting flight has been delayed.
- Upon landing on flight Southwest Airlines #456 he will need to connect to a new Alaskan Airlines flight and have his baggage re-routed. He has several choices for his connecting flight.
- Step 2 Identify: Identifying the customer
- John lands. While the plane is taxiing to the gate, John calls his cellphone and gets the message, presses 8 to reply,
- Step 3 Prioritize and Route
- John is uniquely identified, prioritize based on frequent-flyer miles and first class vs coach, etc.
- a list of possible flights out are ordered and prepared as a set of speech prompts (or if a live agent is required, as a screen pop).
- the speech application or agent will be presented with that data along with a script. Additional information, such as the gate # that John must go to, along with directions to that gate, boarding time, walking time required, etc. are also prepared.
- John is connected to an automated speech application.
- the speech application asks a few questions to confirm that John is John, and that he was going to fly Alaska Airlines 357, The application apologizes and presents John with alternatives.
- John selects Alaska Air #007, The application (or agent) then automatically invokes the appropriate reroute for the baggage and notifies the terminal that John will be arriving. and adds a few tags to the call “From flight:Southwest Airlines #457”, “Cancelled flight:Alaska Air 357”, “Customer ID:John Doe A45678FG”. It then presents John with directions to the new gate.
- the speech app uses the personalized speech application to save John from waiting in line for an agent at the gate. He selects the new connecting flight, the speech app creates the tickets for the new reroute, and automatically reroutes the baggage in the most effective time possible—all before the plane arrives at the gate.
- callers In frequently used applications, or lengthy calls, callers should be allowed to customize their menu options.
- One example is a speech application that provides technical support.
- a caller is allowed to bookmark various topics. These topics can then be revisited in a subsequent call.
- the bookmarks can be created “on-the-fly” while the call is progressing, as is shown in the sample conversation below:
- each piece of data within a customer profile comprises a tag:value pair [the value is optional].
- the customer identification could be thought of as CustomerName: “John Doe”, or it could be thought of as ServiceLevel:“Platinum Club” or it could be thought of as “Unhappy customer”, etc.
- the conditions could themselves be tags such as “new service delivered” or “credit card fraud check” or “checked status”, “checked status”, “checked status” (i.e. 3 instances of check status as last three calls).
- the tag-value pairs may be treated as independant (unordered) or dependant (ordered).
- an independent tag-value pair set might be
- the tag-values are independent of each other.
- the tag-value pairs may be dependant (ordered) for example: Has trouble installing: Repeat call: yes—Has trouble running: Repeat call yes: . . .
- the personalization engine 108 will route the call based on a matching of a sequence of actions, not for closest match, as will be described.
- the personalization 108 engine maps a set of incoming data (customer profile) to a rule.
- the personalization engine 108 selects an applicable rule from a set of rules and then processes the incoming call based on the rule. Processing the incoming call based on the rule may include preparing and transferring the call as described above in accordance with the selected rule.
- Deterministic finite-state i.e. as rules-based approaches
- statistical approaches i.e. vector dot-product, or Hidden Markov model, etc.
- embodiments of the invention use a statistical approach as opposed to a rules-based approach to select a rule.
- Such a matching rule would generate a 0 or 1 depending on the match of each tag. Applying the entire set of rules for the given data would result in one rule having the closest match to the overall data. That rule's destination would then be selected.
- FIG. 3 of the drawings graphically illustrates the rule selection operation performed by the personalization engine 108 , in accordance with one embodiment.
- a customer profile comprising tag:value pairs (tag data 300 ) is matched against a plurality of matching rules in a rules database. As noted above this can be done statistically—as an example, by calculated the vector dot product between the tag data 300 and each of the rules in the rule database. Of the matching rules, the rule that is the closest to the tag data 300 (rule 302 in FIG. 3 ) is selected. The call is then routed to rule destination 304 which is the rule destination associated with the rule 302 .
- a web-based or other computer interface is provided to design rules for the rules database.
- the interface may allow for the manual creation of rules, or may automatically generate them from sample data.
- the interface requires the following for each rule:
- tags, rules, and destinations may be chained together, to create a more complex routing system.
- FIG. 4 of the drawings shows an example of hardware 400 for that may be used to realize the personalization system, in accordance with one embodiment of the invention.
- the hardware 400 typically includes at least one processor 402 coupled to a memory 404 .
- the processor 402 may represent one or more processors (e.g., microprocessors), and the memory 404 may represent random access memory (RAM) devices comprising a main storage of the hardware 400 , as well as any supplemental levels of memory e.g., cache memories, non-volatile or back-up memories (e.g. programmable or flash memories), read-only memories, etc.
- the memory 404 may be considered to include memory storage physically located elsewhere in the hardware 400 , e.g. any cache memory in the processor 402 , as well as any storage capacity used as a virtual memory, e.g., as stored on a mass storage device 410 .
- the hardware 400 also typically receives a number of inputs and outputs for communicating information externally.
- the hardware 400 may include one or more user input devices 406 (e.g., a keyboard, a mouse, a scanner etc.) and a display 408 (e.g., a Liquid Crystal Display (LCD) panel).
- the hardware 400 may also include one or more mass storage devices 410 , e.g., a floppy or other removable disk drive, a hard disk drive, a Direct Access Storage Device (DASD), an optical drive (e.g. a Compact Disk (CD) drive, a Digital Versatile Disk (DVD) drive, etc.) and/or a tape drive, among others.
- DASD Direct Access Storage Device
- CD Compact Disk
- DVD Digital Versatile Disk
- tape drive among others.
- the hardware 400 may include an interface with one or more networks 412 (e.g., a local area network (LAN), a wide area network (WAN), a wireless network, and/or the Internet among others) to permit the communication of information with other computers coupled to the networks.
- networks 412 e.g., a local area network (LAN), a wide area network (WAN), a wireless network, and/or the Internet among others
- the hardware 400 typically includes suitable analog and/or digital interfaces between the processor 402 and each of the components 404 , 406 , 408 and 412 as is well known in the art.
- the hardware 400 operates under the control of an operating system 414 , and executes various computer software applications, components, programs, objects, modules, etc. indicated collectively by reference numeral 416 to perform the personalization techniques described above
- routines executed to implement the embodiments of the invention may be implemented as part of an operating system or a specific application, component, program, object, module or sequence of instructions referred to as “computer programs.”
- the computer programs typically comprise one or more instructions set at various times in various memory and storage devices in a computer, and that, when read and executed by one or more processors in a computer, cause the computer to perform operations necessary to execute elements involving the various aspects of the invention.
- processors in a computer cause the computer to perform operations necessary to execute elements involving the various aspects of the invention.
- the various embodiments of the invention are capable of being distributed as a program product in a variety of forms, and that the invention applies equally regardless of the particular type of machine or computer-readable media used to actually effect the distribution.
- Examples of computer-readable media include but are not limited to recordable type media such as volatile and non-volatile memory devices, floppy and other removable disks, hard disk drives, optical disks (e.g., Compact Disk Read-Only Memory (CD ROMS), Digital Versatile Disks, (DVDs), etc.), among others, and transmission type media such as digital and analog communication links.
- recordable type media such as volatile and non-volatile memory devices, floppy and other removable disks, hard disk drives, optical disks (e.g., Compact Disk Read-Only Memory (CD ROMS), Digital Versatile Disks, (DVDs), etc.
- CD ROMS Compact Disk Read-Only Memory
- DVDs Digital Versatile Disks
- transmission type media such as digital and analog communication links.
Abstract
Description
System: | It seems that you are having problems with Tony Hawk Pro. |
System: | Let's get started |
Caller: | (Barges in) Mark it. |
System: | OK. If you wish to bookmark this topic, yes or else |
say continue. | |
Caller: | Yes. (System bookmarks it and continues with normal flow) |
Caller calls back later on | |
System: | Our system shows that you have bookmarked a few topics. |
Would you like to hear them? | |
Caller: | Yes. |
System: | Here are your bookmarks: |
Bookmark 1: Tony Hawk Pro | |
That's all I have. | |
-
- Rules may conflict with each other—much testing and debugging is required to identify and resolve conflicts
- Rules require an ordering and prioritization. This is related to the above problem
- Rules may rely on data which is incomplete. Imagine for example a rule that depends on three pieces of data where one piece is missing.
- Rule maintenance is highly prone to error. Adding a rule may cause unforeseen consequences with existing rules.
Imagine data with the following tags, rules and destinations: |
Tag Rule - | ||
Fraudulent Credit | ||
Card Check | Tag | Match Rule |
“fraudulent credit | Exist (i.e. A checkbox) | |
card check” | ||
“Customer ID | Don't care | |
Call Date | 3 days ago to today (i.e. a | |
Date range) | ||
Card Type: Platinum | Exist (i.e. A checkbox) | |
Average monthly spend | $XXX to $YYY (i.e. a | |
numeric range) | ||
VendorCheck | /[0-3]+ABC/ (i.e. a regular | |
expression match) | ||
-
- A destination (phone number, prompt, speech application, or another tag-rule set etc.)
- A list of matches—where a match is defined as some sort of matching rule such as string match, date range match, set match, regular-expression match, etc
Claims (20)
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US12/122,404 US9247063B2 (en) | 2008-05-16 | 2008-05-16 | Method and system for personalising responses to customer communications |
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US20090285384A1 US20090285384A1 (en) | 2009-11-19 |
US9247063B2 true US9247063B2 (en) | 2016-01-26 |
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US20170006161A9 (en) * | 2013-03-15 | 2017-01-05 | Genesys Telecommunications Laboratories, Inc. | Intelligent automated agent for a contact center |
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US8817959B1 (en) | 2013-05-06 | 2014-08-26 | O'Harlan Ltd | System for handling messages and distributing information |
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